Eni Aluko & Under Armour
Eni Aluko is one of the highest profile female athletes in the United Kingdom. From becoming the youngest player to be capped by England Lionesses at tender age of 17, to representing her country over 100 times on the world’s biggest stage, Eni is an inspiration to many young girls participating in sport. What makes her unique is not just what she has overcome to achieve the highest level of her sport, but that she has done this while becoming a Sport & Entertainment lawyer with a successful media career. Our aim was to find a brand which most closely shares in her special characteristic and create a meaningful partnership.
To start with, we went to great lengths to understand Eni’s story and all of her unique characteristics. We also looked at the wider market to identify areas where Eni is likely to have the highest profile and authenticity. It became clear that hard work, perseverance, and performance were key attributes for which Eni was known and would have to be share by any brand partner to ensure there is a genuine fit. We identified select number of brands with greatest degree of synergy and proceeded to engage with them about creating something truly ground-‐breaking and unique.
Eni became the first female athlete in the UK to sign a multi-‐year partnership with Under Armour, joining a roster of athletes that includes Wimbledon and Olympic champion Andy Murray and heavyweight boxing champion Anthony Joshua. The story was covered by some of the biggest trade and consumer outlets, highlighting the partnership as a breakthrough for women’s sport in the UK.